Tmall’s “See Now, Buy Now” Show kicks off Alibaba's 11.11 global shopping festival

Tmall has hosted its “See Now, Buy Now” Tmall Collection Fashion Show with the new “Play Now” feature in Beijing, signifying the commencement of the month-long Alibaba Group’s 2018 11.11 Global Shopping Festival.

Celebrating the festival’s 10th anniversary this year, in addition to popular “See Now” and “Buy Now” features that allow viewers to purchase items shown on the runway instantly from their mobile phones, this year’s fashion show also introduced an innovative feature - “Play Now”. “Play Now” allowed viewers to vote for their favourite outfits to create a trend report that would provide insights and instant feedback to participating brands.

“Tmall Collection is our annual extravaganza to showcase the hottest trends in fashion. We created the ‘See Now, Buy Now’ concept two years ago, and we are excited to boost consumer engagement to a new level with the ‘Play Now’ feature, enabling viewers to share their views with brands real-time,” said Jessica Liu, president of Tmall Fashion and Luxury.


The “See Now, Buy Now” show, designed with interactive components tailored for the always-online Chinese millennials, aimed to provide a sales channel for the world’s leading brands.

The four-hour show featured a lineup of more than 60 international and domestic brands and their latest collections, including Estée Lauder, Levi’s, Adidas, Guess, I.T, M.A.C., G-Star Raw, and Swatch. More top luxury brands participated in this year's event, including Stella McCartney, Burberry, MCM, La Perla, Giuseppe Zanotti, and Stuart Weitzman.

There was a special segment highlighting crossover products that were specifically designed for the festival.

Celebrities participating in the show this year included American fashion designers Anna Sui and Jason Wu, American singer Jaden Smith, and Chinese singer Chris Lee.

The live runway show had attracted over 57 million online viewership, more than tripling that of last year. It was broadcast live on 10 platforms, including the Taobao app, Alibaba’s video platform Youku, social media platform Weibo, and short video app Tik Tok.